4 Mistakes That Could Be Hurting Your Content Marketing and Your Business
An alternative to the “hard sell,” you know that content marketing focuses on creating and distributing media that builds relationships and trust with potential customers.
If your business is like the majority of organizations Content Marketing Institute (CMI) surveyed this year, you are already using content marketing as part of your overall marketing strategy. Are you effective, however, at accomplishing your content marketing objectives? Less than 40% of businesses say they are.
No one wants to spend time on methods that don’t work. You may not think you have the time or resources to create a solid content marketing plan, especially when the tools, technology, and trends change so rapidly, but you do. Start by developing and documenting a strategy that avoids these common content marketing mistakes.
Mistake 1: Not knowing your audience
According to Well Planned Web, “trying to ‘sell’ rather than ‘solve’” is one of the surest signs a marketer is out of touch with his/her audience. Knowing for whom, exactly, you are making content is key to your content marketing strategy but it doesn’t end there. Talk to your clients, listen to their problems, and discover what is challenging them. Find out what your audience really wants, and then give them the solutions they need. If you are consistent in demonstrating that you understand and can meet the needs of your potential customers, they’ll already be sold on your company when it’s time to make buying decisions.
Mistake 2: Not producing content with value
Many marketers feel pressure to produce and pump out a lot of content. In addition to the potential overwhelm and fatigue that giving in to this pressure can create, your content may also lack depth. Skirting around the issues that are important to your audience adds to the noise and fails to set you apart in an already crowded market.
CMI advises the question to ask yourself is, “Would anyone miss your content if you didn’t publish it.” If not, perhaps it’s not worth publishing. Create value by choosing quality over quantity every time. When your content is more meaningful, you can make less and still have a positive impact on business growth.
Mistake 3: Not developing unique content
Even quality content that solves problems for a target audience struggles to break through the babble in a bustling marketplace when it fails to stand out. Your content must add something new to what is already being said. Decide what makes your business different from the rest and build your content from there.
For example, if your company specializes in one-on-one support, deliver laser-focused content that shows your commitment to the success of your clients. You cannot make the case that you are a cut above your competitors with cookie-cutter answers. Give them your unique take on a subject and use your company’s resources across departments to build content marketing material that is a direct reflection of your company.
Mistake 4: Not promoting your content
You may have created one glorious piece of marketing material but neglecting to distribute it makes your content like the proverbial tree in the woods. If no one hears it fall, does it make a sound? In terms of content marketing the answer is no, not even a whisper.
Promoting your content effectively doesn’t mean you have to market everywhere. Measure and then market where it matters. Know what you’d like to achieve with your content and distribute only across the channels that will help you meet those objectives. When you select just a few networks and use each platform’s available analytics tools to carefully measure the statistics compatible with your goals, you’ll soon have an idea of where your audience is engaging and what type of content is working. Then you can focus your content marketing efforts there.
Successful content marketing is more essential to businesses than ever as digital platforms and communication tools give consumers increasing control of how and when they interact with your company. Though the concept of content marketing isn’t new, it is clear that in this everchanging landscape marketers are still figuring out how to develop solid strategies for transforming audience members into customers and clients. As a content marketer, you can help your business thrive by developing a content marketing strategy that consistently engages your audience right where they are, showing you understand them with content providing valuable solutions and a unique perspective. Doing so provides powerful encouragement for buyers to turn to your company in their moments of need.
Content marketing is just one strategy for attracting the right clients and increasing business. Learn how happy employees become brand ambassadors who can also help market your business.